Liquid Death's Bold Brand Collaborations Redefine Marketing

Chainsaws, guillotines, and mosh pits—these aren’t just quirky phrases; they represent the innovative spirit of Liquid Death's recent brand collaborations.

The beverage company has expanded its reach beyond traditional sports partnerships, aligning with notable names like Yahoo Sports, Sheetz, and Depends. Each collaboration is highlighted through eye-catching social media campaigns.

“We aim to be one of the better things in your feed,” stated Dan Murphy, SVP of marketing at Liquid Death, during a conversation with industry insiders.

While brand partnerships are commonplace, Liquid Death’s distinctive humor sets it apart. Murphy elaborated on the creative process behind these collaborations, likening their approach to a “Saturday Night Live stage.” He noted that he currently has around 73 brands vying for partnership opportunities.

For brands looking to collaborate, Liquid Death offers a substantial platform. Since its inception in 2018, the company has amassed a loyal following, boasting 7 million TikTok followers and 7.3 million on Instagram. Murphy revealed that the brand garners over a billion media impressions monthly while maintaining low operational costs.

“We’re very much an influencer,” Murphy remarked. “In 2024, we ended with over 30 billion earned media impressions, all for under $2 million in total production costs.”

Each partnership varies in specifics, but typically, Liquid Death’s in-house team handles creative development. The brand partners are generally responsible for covering production costs and marketing expenses, which may include influencer promotions or light advertising support.

When evaluating potential partners, alignment with Liquid Death’s creative vision is paramount. This shared ethos attracted Sheetz, known for its bold marketing strategies. Ryan Sheetz, executive vice president of marketing and supply chain at Sheetz, emphasized their mutual appeal: “Both brands are high-energy and love to have fun.”

In a memorable promotion last July, Sheetz customers experienced an unconventional sandwich preparation method—chainsaw slicing. This event was not merely a publicity stunt; approximately 150 customers in Cranberry, Pennsylvania, witnessed their sandwiches being cut in half by chainsaws.

Executing this unique promotion required meticulous planning. “We had to ensure our store teams were prepared with proper safety measures,” Ryan Sheetz explained. “We even used a food-safe blade and food-grade lubricant.”

Jeremy Ekes, VP of client strategy and services at January Digital, noted that Liquid Death has carved out a niche for itself through its willingness to embrace unconventional partnerships. “There are few brands that can own this space effectively; Liquid Death is certainly one of them,” he said.

These creative collaborations serve a dual purpose: enhancing brand visibility while educating consumers about Liquid Death’s expanding product offerings. “We’re discussing product benefits more than ever,” Murphy stated. “Despite our strong brand awareness, many still confuse us with beer or energy drinks, so we’re working to clarify our message.”

This innovative approach to marketing continues to position Liquid Death as a standout player in the beverage industry.